大学体验英语第三版第三册Unit3.ppt

Return to Menu,Unit 3,Passage A Think About It Read About It Talk About It Write About It,1. What is a bathtub battleship referred to as in this passage?,A bathtub battleship is a toy battleship made of Ivory Soap that children play with in a bathtub.,Reference:,2. Why is Ivory Soap so popular among Americans?,It is pure and it floats.,Reference:,3. How did Proctor & Gamble succeed in promoting Ivory Soap?,It took advantage of a successful nationwide advertising campaign.,Reference:,Read About It Language Points Content Awareness Language Focus,Ivory Soap is an American institution, about as widely recognized as the Washington Monument and far more well respected than Congress. It had already attained this noble status when Theodore Roosevelt was still a rough-riding cowboy in North Dakota. Introduced in 1879 as an inexpensive white soap intended to rival the quality of imported soaps, it was mass marketed by means of one of the first nationwide advertising campaigns. People were told that Ivory was “so pure that it floats,” and the notion took hold. As a result, at least half a dozen generations of Americans have gotten themselves clean with Ivory.,Ivory remains a favorite among consumers, too, and no wonder. With a bar of Ivory Soap in your hand, you are holding a chunk of American history. If you like, you can even wash your hands and face with it and be assured that it is “ninety-nine and forty-four-one-hundredths percent pure.” And it floats. The latter quality of Ivory Soap is especially attractive to children. Generations of little boys armed with toothpicks, miniature flags, or leftover parts from model ships there are always a few have converted bars of Ivory Soap into bathtub battleships. A note of warning for any small boys who may be reading this: Mothers tend to frown on the practice.,naughty adj. (esp. of children) behaving badly and not being obedient; (of behavior) bad,Examples Tom used to be a naughty boy and get into lots of trouble. It was rather naughty of you to deceive the tax inspector.,reputation n. an opinion held about sb or sth, esp. by people in general; the degree to which one is trusted or admired,Examples Massachusetts Institute of Technology has a good academic reputation. Bills extra-marital love affair ruined his reputation.,mild adj. gentle, not violent,Examples She cant accept even mild criticism of her work. I prefer a mild cigar if you dont mind.,spotless adj. extremely clean,Examples Even in the most spotless homes, carpets need regular vacuuming to keep them look good. She seemed the perfect match for the prince young and pretty with a spotless reputation.,status n. 1) high social position; recognition and respect by others,Examples Nurses are undervalued, and they never enjoy the same status as doctors. Her famous name gave her status in the group., ones legal position, or condition,Examples The status of black Americans was not admitted until 1965 when the Voting Act was passed. What is your marital status?,rival v. to equal; to be as good as or reach the same standard as,Examples No computer can rival a human brain. Cassette recorders cannot rival CD players in sound quality.,import v. to buy or bring in from another country,Examples After entering into the WTO, China imported more agricultural products. To import from Russia, a firm needs Russian rubles.,by means of by using, through,Examples The foreigner tried to make himself understood by means of body language. Thoughts are expressed most often by means of words.,notion n. an idea, belief, or opinion; concept,Examples Have you any notion how much it costs to keep a private car? Some conservatives reject the notion that reform is now inevitable.,as a result consequently, therefore, thus,Examples New methods of packing have become popular. As a result, the amount of wastepaper has increased rapidly. Sales dropped. As a result, profits declined.,bar n. 1) a piece of solid material that is longer than it is wide,Examples Whats your favorite chocolate bar? Here is a bar of soap., 2) (a place with) a counter where drinks, especially alcoholic drinks are served,Examples Most bars in the hotels serve not only drinks but also light meals. I went to the bar yesterday.,exceed v. to be greater than,Examples Dustin Hoffmans performance in Rain Man exceeded all expectations. The budget of the research project exceeds $700 million a year.,manufacture v. to make or produce in large quantities, esp. using machines,Examples The local factory manufactures parts for the auto plant. TV sets manufactured in China are competitive abroad in price and quality.,modest adj. not large in quantity, size, value, etc.,Examples They live in a fairly modest house, considering their wealth. He is modest in his requirement.,elaborate adj. carefully worked out,Examples The company offers an elaborate training scheme for new employees. The defendant made elaborate efforts to conceal the fact.,phenomenon n. a remarkable or unusual person, thing, event, etc.,Examples The Beatles were a phenomenon nobody had heard anything like them before. A child who could play the piano at the age of two would indeed be a phenomenon.,sponsor v. to support an activity by paying for its expenses,Examples The contest was sponsored by an auto manufacturer. The team is sponsored by Nike, so the players wear Nike shoes.,assure v. to give confidence, to convince,Examples After the terrorist attack, American airlines hastened to assure people that flying was safe. We would like to assure our customers of the best possible service.,latter adj. the second (of two people or things just mentioned),Examples There are plastic and steel chairs but the latter are much heavier. We have to decorate the kitchen and the hall Id rather do the latter first.,miniature adj. very small,Examples Little Henry looked like a miniature version of his handsome brother. The miniature furniture matches the room.,frown on / upon to disapprove of,Examples Every teacher would frown on cheating in examinations. Gambling is very much frowned upon here.,American mothers have long believed that when it comes to washing out the mouths of naughty children, nothing beats Ivory Soap.,Paraphrase ,Paraphrase For many years, American mothers have preferred to use Ivory Soap to wash out the mouths of naughty children, and believed that it is better than any other soap.,The company keeps a precise count, however, of the billions of dollars it earns.,Paraphrase ,Paraphrase However the company knows exactly the profit it makes.,It took more than twenty years for sales to top one million dollars, which they did shortly before the Civil War.,Paraphrase ,Paraphrase Shortly before the Civil War, and more than twenty years after its foundation, the companys sales exceeded one million dollars.,For instance, it was among the first manufacturers to use radio to reach consumers nationwide.,Paraphrase ,Paraphrase For instance, it was one of the first manufacturers that advertised their products nationwide on the radio.,Read and think Exercise 2 Exercise 3 Exercise 4,Ex. 2 Work in pairs to develop an outline of the passage, and then give a brief presentation on Ivory Soap based on your outline.,1. About the brand name: _ _,The brand name was lifted from “out of ivory palaces”, a phrase found in the Bible., (Hint: Where did the brand name come from?),Ex. 2 Work in pairs to develop an outline of the passage, and then give a brief presentation on Ivory Soap based on your outline.,2. About the company: _ _,In 1837, two immigrants named William Proctor and James Gamble founded the company., (Hint: How and when did the company come into being?),Ex. 2 Work in pairs to develop an outline of the passage, and then give a brief presentation on Ivory Soap based on your outline.,For decades Proctor & Gamble produced candles and soap., (Hint: What did P & G produce after it was founded?),Ex. 2 Work in pairs to develop an outline of the passage, and then give a brief presentation on Ivory Soap based on your outline.,It took more than twenty years for sales to top one million dollars., (Hint: For how long did P & G top one million dollars in sales?),Ex. 2 Work in pairs to develop an outline of the passage, and then give a brief presentation on Ivory Soap based on your outline.,3. About the product: _,Safe, mild, and pure. And it floats., 1) The quality of the product:,Ex. 2 Work in pairs to develop an outline of the passage, and then give a brief presentation on Ivory Soap based on your outline.,3. About the product: _ _ _,Ivory Soap has earned billions of dollars for the company., 2) The profitability of the product:,Annual sales of the products under the Proctor & Gamble umbrella, including Ivory Soap exceed thirty billion dollars.,Ex. 2 Work in pairs to develop an outline of the passage, and then give a brief presentation on Ivory Soap based on your outline.,3. About the product: _ _ _ _ _ _ _ _,When it comes to washing out the mouth of naughty children nothing beats Ivory Soap., 3) The popularity of the product:,At least half a dozen generations of Americans have gotten themselves clean with Ivory.,So many hands, faces, and baby bottoms have been washed with Ivory that their numbers beat the imagination.,Generations of little boys have converted bars of Ivory Soap into bathtub battleships.,Ex. 3 With the help of the given clues, find out more information, stated or implied, in the passage to illustrate the success of Ivory Soap in terms of its business earnings and product images.,an enormous new factory in a place called Ivorydale,Annual sales,billions of dollars,Ex. 3 With the help of the given clues, find out more information, stated or implied, in the passage to illustrate the success of Ivory Soap in terms of its business earnings and product images.,American institution,safe, mild, and pure,solid and spotless,respected,American history,Washington Monument,Congress,Ex. 4 Fill in each of the blanks with an appropriate word.,Check up,The example of Proctor and Gambles famous Ivory Soap shows the potential that lies in mass marketing and planned a_ and the importance of recognizable b_ names. Ivory Soap, first produced in 1879, was well p_ with clever slogans. These slogans, particularly the idea that the soap is so pure that it floats, p_ so successful that they are still p_ today. At the same time, the use of the radio serial for Ivory promotion gave rise to the e_ “soap opera”, which has become a modern g_ phenomenon. The development of Proctor and Gamble itself, from a small-scale operation founded by two i_ to a multinational empire of today serves as a good example to build brand names.,The example of Proctor and Gambles famous Ivory Soap shows the potential that lies in mass marketing and planned a_ and the importance of recognizable b_ names. Ivory Soap, first produced in 1879, was well p_ with clever slogans. These slogans, particularly the idea that the soap is so pure that it floats, p_ so successful that they are still p_ today. At the same time, the use of the radio serial for Ivory promotion gave rise to the e_ “soap opera”, which has become a modern g_ phenomenon. The development of Proctor and Gamble itself, from a small-scale operation founded by two i_ to a multinational empire of today serves as a good example to build brand names.,advertising,brand,promoted,proved,popular,expression,global,immigrants,Ex. 4 Fill in each of the blanks with an appropriate word.,Read and complete: Exercise 5 Exercise 6 Exercise 7 Read and translate: Exercise 8 Read and simulate: Exercise 9,_,Ex. 5 Underline the words in the following sentences which can be translated into “保证”, and then translate the sentences into Chinese.,法国已经保证明年提供数十亿美元的援助。,1. France has already pledged billions of dollars in aid next year.,1. France has already pledged billions of dollars in aid next year.,_,Ex. 5 Underline the words in the following sentences which can be translated into “保证”, and then translate the sentences into Chinese.,你不应对不可能做到的事做出保证。,2. You shouldnt promise what is impossible.,2. You shouldnt promise what is impossible.,_,Ex. 5 Underline the words in the following sentences which can be translated into “保证”, and then translate the sentences into Chinese.,老板向他保证并没有解雇他的打算。,3. The boss assured him that she had no plan to let him go.,3. The boss assured him that she had no plan to let him go.,_,Ex. 5 Underline the words in the following sentences which can be translated into “保证”, and then translate the sentences into Chinese.,检查一下他的眼睛，以保证没有问题，才是明智之举。,4. It would be wise to get his eyes checked to ensure there is no problem.,4. It would be wise to get his eyes checked to ensure there is no problem.,_,Ex. 5 Underline the words in the following sentences which can be translated into “保证”, and then translate the sentences into Chinese.,（学校）已经采取措施来保证学生不会因经济原因而辍学。,5. Measures have been taken to guarantee that no student will have to drop out of college for financial reasons.,5. Measures have been taken to guarantee that no student will have to drop out of college for financial reasons.,_,Ex. 5 Underline the words in the following sentences which can be translated into “保证”, and then translate the sentences into Chinese.,生产商必须按规定保证其产品质量。,6. The manufacturer must warrant the quality of its products according to the regulations.,6. The manufacturer must warrant the quality of its products according to the regulations.,1. I dont think that the amount of studying you did in high school would be sufficient for you to _ good marks in university.,attain,attain attractive brand campaign import manufacture market modest precise sponsor,2. Because of the impact of poor sales in other Asian countries, there has been a _ decrease in house sales in China this year.,modest,Ex. 6 Fill in the blanks with the words given below. Make changes where necessary.,3. Some young people find computer games so _ that they can hardly pull themselves away to tend to other matters.,attractive,4. The victim was able to give a _ description of the drunken driver, which was rather helpful to the police.,precise,Ex. 6 Fill in the blanks with the words given below. Make changes where necessary.,attain attractive brand campaign import manufacture market modest precise sponsor,5. Some non-governmental organizations are planning a public _ to awaken people to the problem of noise pollution.,campaign,6. The cost of producing a tube of toothpaste is about 3 yuan, so we will _ it at 5.50 yuan to ensure our profits.,market,Ex. 6 Fill in the blanks with the words given below. Make changes where necessary.,attain attractive brand campaign import manufacture market modest precise sponsor,7. Mike is now the director of a factory which _ canned food.,manufactures,8. Plenty of football and basketball clubs are eager to _ young athletes if they show great promise.,sponsor,Ex. 6 Fill in the blanks with the words given below. Make changes where necessary.,attain attractive brand campaign import manufacture market modest precise sponsor,9. The sweaters are made of wool _ from Australia.,imported,10. According to a recent survey, youths are beginning to have a lot of influence on the products and _ their parents choose.,brands,Ex. 6 Fill in the blanks with the words given below. Make changes where necessary.,attain attractive brand campaign import manufacture market modest precise sponsor,Ex. 7 Complete the following sentences with phrases or expressions from the passage. Change the form where necessary.,1. She wants to drop out of college and become a singer, but her parents _ very much _ her intention.,frown . on,Ex. 7 Complete the following sentences with phrases or expressions from the passage. Change the form where necessary.,2. Many great men have risen from poverty; _, Lincoln and Edison.,for instance,Ex. 7 Complete the following sentences with phrases or expressions from the passage. Change the form where necessary.,3. The number of families with both parents taking full-time jobs is growing; _, children are doing more of the housework.,as a result,Ex. 7 Complete the following sentences with phrases or expressions from the passage. Change the form where necessary.,4. I can use a computer; but _ hardware, I know almost nothing at all.,when it comes to,Ex. 7 Complete the following sentences with phrases or expressions from the passage. Change the form where necessary.,5. It is expected that all the countries _ the WTO _ should trade on equal terms.,under . umbrella,1. 思想是通过语言来表达的。 (by means of),(be) expressed by means of language,Thoughts are expressed by means of languag